Why ABM is important right now
At a time when personalized communication and efficiency are crucial in marketing, account-based marketing (ABM) is becoming the focus of companies. The increasing competition in the B2B sector and the challenge of reaching decision-makers in companies directly make ABM the strategy of choice. One example shows how effective ABM can be: a leading IT service provider increased its sales by 30% by targeting 50 selected companies with individual campaigns. But what is behind ABM and how can companies benefit from it?
What is Account-Based Marketing (ABM)?
ABM is a B2B marketing strategy that focuses on addressing specific target companies - so-called "accounts" - with individually tailored campaigns or measures. In contrast to classic marketing, which often addresses broad target groups, ABM is used like a precision tool: instead of using a "watering can", it works with a "laser".
The aim is to build long-term relationships with key target customers who are strategically important to the company and to use marketing and sales resources efficiently.
Since when has ABM existed?
The concept of ABM was first coined in the early 2000s by IT companies such as ITSMA (Information Technology Services Marketing Association). In recent years, it has evolved and become established thanks to advanced technologies such as AI-powered data analytics and marketing automation.
Which companies benefit from ABM?
ABM is particularly suitable for the following companies:
B2B companies with complex sales processes , such as technology, consulting or financial service providers.
Companies with a clearly defined target group , such as medium-sized manufacturers or specialized service providers.
Companies that acquire or serve large customers , such as providers of business software.
What do companies need to do to implement ABM?
To successfully implement ABM, the following steps are necessary:
Identification of target companies: Analysis and selection of the most important target customers with high potential. These are prioritized in a list.
Sales and marketing collaboration: Work closely together to develop relevant content and strategies tailored to target accounts.
Data management: Creation of a detailed database of target customers (company data, decision makers, needs).
Technology integration: Use of tools such as HubSpot, Marketo or Salesforce for campaign management and success measurement.
What does ABM actually look like?
ABM campaigns typically consist of:
Individual content: white papers, case studies or videos that address the specific challenges of the target company.
Personalized communication: direct messages, telemarketing, personalized landing pages or invitations, or tailored emails.
Long-term care: Continuous communication over a longer period of time that builds trust and relationships.
Which channels are used for ABM?
Preferred channels include:
LinkedIn: Targeted targeting of decision-makers, ad campaigns that are only shown to employees of a company.
Email marketing: individually tailored messages.
Events and webinars: direct dialogue with target customers.
Content marketing: Providing exclusive material on landing pages.
Direct Mail: High-quality physical mailings, e.g. personalized packages.
Best Practices for ABM
IBM: Runs targeted campaigns with personalized content that is tailored to the challenges of individual customers.
Adobe: Uses ABM software to target prospects with relevant ads and resources.
How can freelancers help with ABM?
Freelancers can support companies with the introduction and implementation, for example by:
Target customer analysis: research and data preparation.
Content creation: development of personalized content.
Campaign management: managing and optimizing ABM campaigns.
Technical integration: implementation of ABM tools.
How much does ABM cost?
The costs depend on the scope. An example:
Target group: 10 companies.
Content production: €5,000 for white papers, landing pages and videos.
Technology: €2,000 for ABM tools (monthly).
Advertising budget: €3,000 for LinkedIn campaigns. Total cost: €10,000.
What do companies get out of it?
An example:
Investment: 10,000 €.
New customer: sales potential of €50,000.
ROI: 400% (€40,000 profit after costs).
Outlook: The chances of success of ABM
ABM will continue to grow in importance in the future. Advances in AI technology will take personalization to a new level, and new data protection laws could make ABM the ideal strategy for generating leads in a data protection-compliant manner. Companies that integrate ABM now will secure a clear competitive advantage and a sustainable basis for long-term growth.
Author:
Dr. Frank Lampe, independent online marketing consultant, author, lecturer and long-time marketing director for B2B technology companies and startups.
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